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4 timeless lessons from Edward Bernays

In the book “The Father of Spin,” author Larry Tye uncovers intimate details about Edward Bernays’ life and his career successes, many of which PR pros today could only dream of achieving.

While the majority of his work took place in the period from the 1920s to the 1980s, Bernays, the so-called "father of public relations," offered hundreds of worthwhile lessons that molded and continue to benefit the industry.

For now, let’s look at four of the biggest and most enduring.

1. Incorporate intrigue.

When the Ballet Russe asked Bernays to gain media attention for its up-and-coming star, Flores Revalles, he developed an attention-grabbing stunt to break through the clutter.
Bernays suggested the young ballerina make a cobra her trademark and sent photos of Revalles with the snake around her neck to media far and wide. The result? Quick, widespread publicity for Ballet Russe, and a happy Bernays client.
How it applies today: If the media landscape was cluttered back then, it’s even more chaotic today. Brands must break through with innovative ideas that pique interest and drive awareness. To get your Bernays-like creative juices flowing, take a look through some of the all-time greatest guerrilla marketing stunts.

2. Think big and branch out.

In 1949, Mack Trucks asked Bernays how it could overcome the looming business threat posed by railroad expansion. Instead of a traditional PR plan, Bernays delivered a stroke of genius.
He suggested Mack work with highway system leaders to improve American roadways, thus securing a bright future for the trucking industry. Sure, it helped other truck companies, but in Mack’s eyes, those weren’t the real competitors. Mack wanted to win the railroad battle, and with Bernays’ help it did.

How it applies today: Think big. Go beyond expectations. Don’t fear new, unfamiliar tactics. Mack never would have thought to work with highway officials as a way to influence public opinion, but Bernays saw the end goal – more roadways, less railroad – and used strategic communications to reach campaign success.

3. Let third-party experts tell—and sell—your story.

As society began adopting an on-the-go lifestyle, sit-down breakfasts became a rare commodity, and many chose fast food over family time. Bacon producer Beech Nut Packing Company wasn’t happy with the trend, but then executives met Bernays.
He suggested the company use a third-party expert to demonstrate the health value of a hearty breakfast. A number of well-known doctors confirmed this fact, which resulted in national media stories on the benefits of a hearty breakfast and yet another satisfied Bernays client.

How it applies today: Nowadays, third party experts are an essential media relations tool. Sure, company leadership can tell the media that bacon is healthy, but it’s more believable, and therefore, more likely to interest media, if it comes from a knowledgeable, external source.

One of Bernays’ long-time clients, Procter & Gamble, approached him early on with a problem: Kids didn’t care about cleanliness or, consequentially, the brand’s Ivory soap.

After launching a National Soap Sculpture Contest, those sentiments quickly changed. According to Tye, “The contests continued for more than 35 years … while its commercial success is tough to measure, Bernays’ sculpting scheme clearly helped make Ivory the all-American soap.”

How it applies today: To emulate Bernays’ experiential marketing success in today’s world, pinpoint how your product can be more than size and specs.

Do you sell beer? Tell your brand’s story like Guinness does on the company’s experiential factory tour. If you sell paper, ask your target audience to build the world’s largest paper airplane, offering the winner free paper for a year.

Whether it’s telling your (entertaining) brand story or launching a fun contest, experiential marketing will engage the public and, as Bernays often did, turn consumers into customers.

Who are your PR icons? How do their successes influence your work today?